Approach
The first task was to increase the infographics (image) count per listing page. We found an average of 1 image per product page initially. Amazon recommends 5-6 images plus a video as standard, so we felt this was a good place to start.
We firstly focused on a quarter of their highest-priority listings that had the most potential for sales uplift. We kicked off with our graphics team creating infographics foreach listing showcasing each chocolate that was included within the chocolate box, with a description of flavour—this provided maximum impact on conversion, particularly on mobile, as we were able to increase the average images to 6 per product.
Next, we tackled rewriting the product listings to improve SEO and visibility on titles, bullet points and back-end search terms. This involved looking over their competitors' styles, researching & inserting key search terms from Helium 10, Google Trends, customer reviews and the Q&A section. We were able to increase the keyword count per listing and increase the sales ranking over the selected products.
We then created a high-converting A+ content template for each product listing. So far, this is 20 unique templates. According to Amazon, product pages with A+ content can expect an uplift in sales by 3-10% on average.
Finally, we pulled everything together through an Amazon storefront that mimicked the brand look and feels of their website. This means that customers can easily flick through the Friars catalogue to find the chocolate box they desire - again leading to increased sales.
